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CONSUMER BEHAVIOUR
The Management of PROCTER & GAMBLE once stated : ” Our business is
based on understanding the consumer and providing the kind of products that
the consumer wants. We place enormous emphasis on our product development
area and our marketing area, and on our people knowing the consumer.” The
human mind is the most complex entity in the whole universe as it is very
unpredictable how a person would behave in or react in a particular situation.
A person’s behavior changes from place to place and situation to situation or,
say it is very inconsistent. The person when has a need, is willing and able to
satisfy the need is called a CONSUMER. The consumer would go different ways
to satisfy it’s needs depending on his social, cultural, family, economic and
educational background. Consumer is the principle a priori of business. The
efficiency with which a free market system of enterprise operates, depends upon
the extent of consumer understanding possessed by the business community. A
business community that is ignorant of consumer preferences cannot possibly
fulfill it’s obligations in a meaningful and responsive manner.
So here comes the need to study CONSUMER BEHAVIOUR. Consumer
Behavior is broadly defined as “the behavior the consumer displays in searching
for, purchasing, using and evaluating products, services, and ideas which they
expect will satisfy their needs.” Consumer Behavior is not only the study of
what people consume, but is also the study of who the consumers are, why
they consume, how often they consume, and under what conditions they
consume.
CONSUMER BEHAVIOUR refers to the buying behavior of ultimate consumers,
those persons who purchase products for personal or household use, not for
business purpose.
There are Psychological Theories that help us to understand and predict the
effect of all external and internal factors on a consumer. External factors include
Culture, Society, Reference group and family etc. Internal factors comprise in a
consumer mind and how consumers learning, memory, attitude, personality, lifestyle
and motivation levels effect consumer behavior. What would initiate a buying
process and how a buying decision would end is all covered under the study of
consumer behavior. This all further helps relate product / service, price and
promotion etc. with consumer behaviour. Thus organisation can place marketing
mix so as to propogate their product/services.
The present study on SHAMPOO is also trying to find Consumer Perception
about different features of Shampoos and how Price, Environment, Packaging,
Quantity, Easy Availability and Variety are affecting the sale of Shampoo’s.
PSYCHOGRAPHIC
In psychographic segmentation buyers are divided into different groups on the
basis of lifestyle and \ or personality. People within the same demographic group
can exhibit very different psychographic profiles. These psychographic bases are
often difficult to measure, but they offer potential rewards in terms of providing
management with a more relevant basis for differentiating between segments of
a market.
LIFESTYLE
People exhibit many more lifestyles than are suggested by the seven social
classes. People’s product interests are influenced by their lifestyles. In fact the
goods they consume express their lifestyles. Marketers are increasingly
segmenting their markets by consumer lifestyles. Companies making cosmetics,
alcoholic beverages, and furniture are always seeking opportunities in lifestyle
segmentation.
PERSONALITY
Personality affects the consumption of many goods, particularly those consumed
publicly. An aggressive personality for example, may be reflected in the choice of
ostentatious clothing, furniture, and automobiles. Preferences are frequently so
different that it is impossible to serve all personality types with the same product
or brand. A recognition of important personality types can help management
“position” it’s towards a profitable segment or segments.
Marketers have used personality variables to segment markets. They endow their
products with brand personalities that correspond to consumer personalities.
ISSUES IN SHAMPOO ADVERTISING
The ideas, associations and images that people have of a shampoo brand
determine the demand side of the brand equity equation. There are two ways in
which advertising is likely to influence perceived product performance. First, by
guiding the expectations about the shampoo experience - process called product
enhancement and second, by creating a halo of superiority around the brand via
a mechanic termed “ Interest – Status”. There are two key advertising related
factors. First, the advertisement needs to be remembered. This is important
because its main influence is at the point of trial. Second, the message should
relate in some way to the experience of ‘using’ the product - for instance, does
it create any expectation of what the shampoo would “ feel like to your hair”
i.e., how will it take care of your hair and especially to your specifications. But
the advertiser should always bear in mind that the benefits proclaimed are in
line with what the product can actually deliver.
Brands can have perceived advantages which are unrelated to the physical or
sensual aspects of the product delivery and relate more with the emotional
appeal of the brand and the sense of belonging which comes from being a
buyer of the brand. In many respects this is an extension of the brand presence,
except that the presence is converted into a relevant advantage only if it fits
with the consumer’s emotional needs i.e. making a brand worthy of its price tag.
Is advertising in Shampoo market ethical ? In a profession where the task of
advertisers is to suspend the consumer’s disbelief, there cannot be a possibly
straight answer. “ Use of Shampoo does not impair or damage hair”, “ Soaps
make your dry, lifeless and lusterless”, are the statements we hear in shampoo
advertisements. Research has proved that the consumer is quite willing to
suspend his disbelief and appreciate the hyperbole for what it is worth. The
consumer perfectly understands that this is a mere exaggeration to make a point.
However, this issue becomes murkier when there is an obvious attempt to
mislead the consumer into believing that the product delivers a benefit that is
actually not. This, by any sensible definition, is definitely unethical. But
exaggeration is an aspect of advertising. When does it become misleading ? Is
Sunsilk or Organics which use filmstars or very well known high strata celebrities
who probably never touch an Indian Shampoo, ethical ?
To my mind, is there anything unethical about these advertisements. The role of
advertising is to extol the real or perceived virtues of a product. And just like
there is a poetic license, there is a certain advertising license that the consumer
is willing to grant within limits.
There is a distinct segment of population who actively seek to avoid advertising.
These people view as few as half the commercials seen by non - evaders. They
expect ad - breaks to contain boring and irrelevant material and have thus
developed strategies of avoidance.
Inconveniently for advertisers, evaders are not contained within any one
demographic segment but are likely to be the smartest people within their group
and crucially, tend to be the people with the lowest price sensitivity, those who
should be most susceptible to brand messages.
The research offers a worrying glimpse of the future. People are more likely to
be evaders if they have satellite or cable. But all is not lost. Evaders do not
respond to distinctive, relevant and original advertising that catches them at the
right time. Lord Leverhulme’s statement that only half the money he spent on
advertising was wasted, is beginning to look blithely optimistic.
The real issue is creativity. What type of advertisements prevent evaders from
avoiding. There is a strong correlation between likeability and awareness. More
likeable ads are more effective at generating awareness. Ads should be
enjoyable, to help brands build bonds with consumers. Individual advertisers and
agencies must identify and understand the motivation of ad evaders and tailor
their creative and media solutions accordingly.
Planners must attempt to get psychological insights into the consumer that goes
beyond number - crunching. There are qualitative differences in how people use
and relate to media and these have enormous implications on media strategies.
There is a hypothesis that the recall of brands would be higher if they were
advertised on programmes that enjoyed higher level of viewers.
SCENARIO OF THE INDIAN SHAMPOO MARKET
“X” shampoo has keratin treatment, “Y” shampoo has total nourishment while
“Z” shampoo rebuilds your damaged hair and control dandruff. Aggressive
marketing and media blitz has made it a frothy year for shampoo marketers. In
one of the most remarkable demonstrations of acceleration, the shampoo
market, after creeping up at an average rate of 6 % per annum between 1992
and 1994 and, climbing to 9.55 % in 1995, suddenly raced up to 18.77 % in
1996. In 1997 it went up to 35 % Making the hair flow, and flow and flow,
were the unique strategies for generating growth adopted by the three principal
players in the shampoo market. A flurry of new launches which saw the
introduction of 32 new brands, five brand extensions, 100 new variants, and 122
new pack - sizes, adding up to an unparalleled excitement in what was till then a
- one - kind - fits - all product category. So long as it was a generic, generalized -
benefits product whose primary value, was that it cleaned hair, no shampoo
brand had the loyal following. With a broad swath of appeal, brand USPs were
not sufficiently differentiated from one another for any of them to crave out a
committed niche.
Also, the limited repertoire of benefits acted as a deterrent to frequent usage
and hence growth. The shampoo - marketers fragmented a once homogeneous
market furiously, pegging a unique differentiated benefit to each brand and line -
extension so as to build a clearly defined segment of users for each. While this
helped each brand build a franchise, it served the more important function of
giving every user a definite, focused reason to use a particular brand.
The consumer has got used to the idea of using only that brand of shampoo
that suits his or her hair the best. this was achieved by launching a series of
new brands, as well as repositioning old ones, to peg each to a distinctive
benefits. So, Levers rolled out Sunsilk Nutracare (the proposition : hair root
nourishment), Sunsilk Ceramides (the proposition : repair damaged hair), Organics
(the proposition : hair root nourishment), Organics dandruff treatment (the
proposition : hair root nourishment with anti - dandruff treatment), Clinic active (the
proposition : presence of pro - vitamin B5), Clinic All Clear with ZPTO (the proposition :
control of dandruff - causing microbes, scalp moisturizer, and reduced scalp itch ),
and Lux Super Rich (the proposition : inclusion of hair moisturiser ) to join Clinic Plus
and Sun Silk.
P&G joined the fray with Pantene Pro - V (the proposition : nourishment of hair from
root to tip), Pantene Pro-V Extra shampoo - and Oriflame’s conditioning shampoo..
Through new brand launches companies generated constant excitement to keep
interest in the product alive. Even as segmentation offered new value
propositions to shampoo users, the marketers baked up that menu with multiple
price points, creating several VFM equations. And because they were targeting
growth, they cannily priced every new product at a discount to a comparable
one while holding out a promise of either matching or greater value. There was
also a large successive cut in the excise duty on shampoos : from 120 % in
1994 to 70% in 1995, 40 % in 1996, and 30 % in 1997. Also in India
customers are inordinately sensitive to price. There is always a large number of
potential customers waiting to buy your product as soon as it becomes
affordable.
THE HIERARCHY OF USAGE
SPECIAL STYLING
SHAMPOOS : NONE SO FAR.
BRANDS EXPECTED :
VIDAL SASOON FROM P&G.
3rd GENERATION SHAMPOOS : SUPPOSED TO
PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS.
e.g.. PANTENE, ORGANICS, OPTIMA.
2nd GENERATION SHAMPOOS : APART FROM CLEANING,
THEY ALSO CONDITION THE HAIR.
LEAD BRANDS : CLINIC, SUNSILK AND HALO.
1st GENERATION SHAMPOOS : ONLY SUPPOSED TO CLEAN THE HAIR STUFF. INCLUDES HERBAL BRANDS LIKE NYLE AND AYUR
NATURAL PRODUCTS : SHIKAKAI, AMLA, HENNA, REETHA, etc.
SHIKAKAI SOAPS : SWASTIK, GODREJ, WIPRO etc.
ORG - MARG ANALYSIS
Although segmentation offered new value propositions to the shampoo users --
differential pricing also created several Value for Money (VFM) equations. A
promise for greater value or matching benefits at price discounts for every new
product gained momentum.
In INDIA customers are sensitive to price. There is always a large number of
potential buyers to purchase the product as soon as it becomes affordable.
THE MARKET SHARES
BRANDS SHARE (%)
Sunsilk 20
Clinic 25
Organics 5.5
Pantene 11
Halo 3.4
Optima 3.6
Lakme 1
Ultra Doux 1.2
Flex 0.7
Others 28.6
Promoting the shampoo brands poses another challenge for the marketers,
resulting in high adv. spends and media spends. P&G spent 8 crores on
advertising Pantene on TV in the first four months of its launch. HLL’s
estimated advertising expenditure for each new shampoo launch was between
Rs.4 crores and 6 crores in the introductory phase. The ad-to - sales ratio of the
companies have shown remarkable jump from 10 % to 20 % compared to the
average of 5 % for most product categories.
One of the biggest barriers to shampoo usage is the consumer perception that
it harms the hair. Thus companies are focusing on defending the product
against accusations by promoting the strength, nourishment and beauty of the
hair - ‘The 3 - in -1 Capsule ‘for ultimate hair. Companies are still associating it
with modern life styles to find acceptance in semi - urban and rural non-users to
build and enlarge shampoo usage levels. Thus companies will have to mould
new consumers usage patterns to its own benefit, to have a competitive
advantage and stay out there in the longer run with a respectable market share.
A market segment consists of a large identifiable group within a market. A
company that practices segment marketing recognizes that buyers differ in their
wants, purchasing power, geographical locations, buying attitudes, and buying
habits. Because buyers have unique needs and wants, each buyer is potentially
a separate market. Ideally, then, a seller might design a separate marketing
program for each buyer, though no company is willing to customize its offer \
communication bundle to each individual customer. The company instead tries to
isolate some broad segments that make up a market.
Two broad groups of variables are used to segment consumer markets. Some
researchers try to form segments by looking at consumer responses to
benefits sought, use occasions or brands. Other researchers try to form segments
by looking at consumer characteristics. They commonly use Geographic,
Demographic or Psychographic characteristics.
OBJECTIVES OF THE STUDY
1. To study the current Indian market for Shampoos.
2. To analyze the relationship between a specific brand and its buying behavior.
3. To assess whether advertising is influencing the buying behavior of the consumers.
4. To study the impact of the seals of clinical laboratories on the consumers buying
behavior.
RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and becoming
competitive day by day, we decided to study the current scenario of the market.
DATA COLLECTION
The following techniques were adopted for data collection :
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up
questionnaires. (33 RESPONDENTS)
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project reports that
formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a
better method in cases where slight probing is required.
SCOPE
The scope of the study covers almost all categories of Shampoos. The whole appraisal
of Shampoos has been done from the angle of customer satisfaction. Any substitutes
of Shampoos like washing soaps or natural products have not been considered. Also
Shampoos locally made by the unorganised sector and which are not branded have not
been considered.
LIMITATIONS
The probable limitations of this study are as under :
1. The first and foremost limitations was time constraint which was only one
months, but still efforts have been made to put the picture as clear and candid as
possible.
2. Samples were randomly selected as per convenience so error is bound to
creep in the observation.
3. The conservative attitude of the respondents was a limiting factor in gaining
information.
UNIVERSE
The main emphasis of the study was the city of Delhi. The Capital of INDIA is
cosmopolitan city and is a home to various kinds of people hailing from
different backgrounds, upbringings and religions. This diversity makes Delhi a mini
INDIA ! The percentage of male consumers is 50% and that of female
consumers is also 50%. The city has its share of individuals belonging to
different social economic classes.
SAMPLING
SAMPLE SIZE
A sample size of 33 consumers was chosen, but due to incompletely filled
questionnaires and unwillingness and carelessness on the part of the respondents, we
were forced to reduce the sample size to 28. This sample size was based upon time
and affordability approach.
SAMPLING TECHNIQUES
Disproportionate stratified random sampling technique has been used in sampling due to
the following reasons :
1. It provides information about parts of the universe.
2. It provides help in gaining precision through stratification.
QUESTIONNAIRE DESIGN
The questionnaire used was a printed, well structured formalized schedule to obtain and
record specified and relevant information with fair accuracy and completeness.
The questioning process was face to face interviews and the questionnaire was
designed in such a way that it could be understood and answered easily by the
respondents. The questionnaire contained both close and open ended questions. The
close ended questions were dichotomous and multiple choice in nature. Since some of
the questions were probing in nature and required answers on the basis of memory of
the respondent. In such type of questions there is a risk that the respondents will
answer whatever comes to their minds, thereby reducing the impact of the study.
Keeping these considerations in mind, firstly the period of time in which respondents
were asked to respond was reduced, since it has been found that the longer the
reporting period, the less accurate the reporting.
Secondly, to help respondents to think deeper and clearly more questions in a way that
stimulated association, thereby assisting the recall process about the event.
KEY FINDINGS
It has been observed that people use not only shampoos but home remedy is also preferred
because of its uniqueness of effectiveness. People also use more than one shampoo or
keep two shampoos
Most people have tried one or more shampoos but hardly finds any differences. Except for
clinic all clear and organic in which respondents have positively agreed of best shampoo
than others.
People buys those shampoos giving them maximum benefits. Female normally look for
shampoo matching with their hair type but male look for combination of benefits i.e. 1st hair
problem and then fragrances followed by price.
An advertisement is the one that influences a lot than any other factors.
Most people change their shampoos occasionally but there are people who never change
their shampoo i.e. they are satisfied with their current brand.
People normally shampoo twice a week or three to four times a week.
Most people normally buy sachets available followed by above 250-ml pack.
Most people know of the brands through advertisements. Next come magazines. And then
the newspapers.
Satisfaction is maximum drawn with people using clinic and organic. These are the brands,
which attract most because of perceived quality and brand image.
BRAND IMAGE OF SHAMPOOS AS A PERSON
The survey reveals that the Organics user with his Impressive personality and
Friendly behavior provides Good company. He is Outgoing and is Similar to most
people. He is indifferent to advertisements and Independently makes the major
decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can impress
people easily. He is meticulous in nature although he independently takes decisions.
He is similar to most people and due to his friendly nature, provides Good company.
The consumer of Sunsilk is totally independent in making major decisions. He
seldom seeks advice from others and is indifferent to advertisements. Although he is
meticulous but lacks innovation. His similarity to most people, outgoing and friendly
nature, provide good company and accord him an impressive personality.
The Pantene consumer is very friendly, gives good company and has an impressive
personality. He is meticulous and similar to most people although he is outgoing he
is not much of an innovator. He independently takes decisions and never seeks any
advice from others.
The user of Clinic all clear is quite innovative while he also does his jobs
meticulously. He seldom seeks advice and is indifferent to advertisements as he is
independent in taking major decisions in his life. His similarity to most people, his
impressive personality and friendly nature always provide good company.
METHODOLOGY
SURVEY METHOD
I have chosen the exploratory research method for the research. In this method all the questions
are close ended. Except for few questions that needed to be known as in question 10 of asking
the satisfaction and dissatisfaction level and know their problems with respect to the brand they
have used. The options in the form of yes or no, Ranking & choosing one alternative out of
various alternatives, I could not take the open-ended questions in the Questionnaire because of
time constraint. The time given for this research is very short to analyze the survey in Depth. The
number of question related to consumer behaviour research is 14. Out of which 4 Related to
personal details.
Sample size: 20
SRSWR
Sex ratio: 1:1
The studies were conducted in localities
Mainly Students were covered and 10 % others considered for the
study.[College/school/Univ./inst./housewives]
Sample coverage 10 male and 10 girls
Other questions were asked about the personalities of the shampoo with the brand image they
perceive. [Cool/trendy/aggressive/different/outgoing etc.]
RECOMMENDATIONS
Target those people who use shampoo and trust the shampoo as their best solution for hair
care.
Develop quality and brand image so that by trial of your brand leaves with a good image and
then followed by usage of bigger pack which then will be used by them.
Identify the key benefits such as hair strengthening, Missing form shampoo and makes them
the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy hair.
Look for different problems for which people use shampoo for hair care, falling hair and
dandruff’s etc. And deliver the same of high quality and at the same time positioning the
brand as solution for your hair problem and which also rejuvenate your hair, and keep your
hair healthy to that target group.
The ideas, associations and images that people have of a shampoo brand determine
the demand side of the brand equity equation. There are two ways in which
advertising is likely to influence perceived product performance. First, by guiding the
expectations about the shampoo experience - process called product enhancement
and second, by creating a halo of superiority around the brand via a mechanic
termed “ Interest – Status”. There are two key advertising related factors First, the
advertisement needs to be remembered. This is important because its main influence
is at the point of trial. Second, the message should relate in some way to the
experience of ‘using’ the product - for instance, does it create any expectation of
what the shampoo would “ feel like to your hair” i.e., how will it take care of your
hair and especially to your specifications. But the advertiser should always bear in
mind that the benefits proclaimed are in line with what the product can actually
deliver.
Use country wide sampling activity to acquaint potential customers with the benefit of
shampoo backing up the effort with advertising to convert intent to purchase.
Offer value for money impetus for the decision to use the product more intensively
Again benchmark the company that has well positioned itself in the minds of the consumer
and they [consumers] rarely change their shampoo. Here these people are almost satisfied
with their current brand because the core features the consumer looks for is being derived
from their brand. And so delivering the improved one will make them switch to your brand
but it should be well advertised and substantiated
This action of company will have other positive effect of attracting those switchers, changing
frequently and/or occasionally and drawing the crowd towards your brand.
Go for strategic sizing and pricing. Have those packs available in the market so that people
have a wider option available and presence of your brand. After a gap of some time check
which are the packs that are bought most and assure their availability.
Last but not the least there are separate issue that have to dealt with being the male and
female factor and then growing demand of herbal shampoo. Looking at first point the
female factors of buying a shampoo are different than male. A female normally have less
problem of falling hair than male and so they look for those hair shampoo that improve from
the current position of their hair. [Rejuvenate and healthy etc.] But one common problem
[male & female] that they may have is of dandruff’s. And so the company can develop the
brand image and quality and communicate better to the target group of these core benefits
of your brand i.e., solution for hair problem and thus improving and rejuvenating them.
Second point. Can the company in the same line of chemical shampoos change the
perception in the mind of the consumer of chemical shampoo having no side affects and at
the same time advertise about the possible advantages of using their shampoo and/or can
they come up with a herbal shampoo as the product extension and there by building a well
brand image. Like the Colgate has done with the already launched product of herbal
toothpaste. If yes please go ahead but probe before you plunge.
The advt. Slogan could be :
Expert care for every type of hair
Extra protection for your hair
Remove dandruff’s in sec’s
Healthy shiny u ever wanted.
Factors concerning use of a shampoo:
Geographically – it’s the water of particular area, the air pollution that forces one to use
shampoo usage.
And thus creating awareness of possible damage of your hair if you do not use it [own brand]
these are the negatives outcomes that you [customer] may have [falling hair, dandruff’s].
Stages of decision making process:
In the initial stages of problem --
Need recognition – dandruff’s, hair falling, strengthening of hair, early precautions from the
information gathered or if they see in their friends group of any hair problem then they starts
taking utmost care.
Search for information – in the initial stages of hair problem, people in their friends advises
[reference group], family influences [mother], -- but more crucial is advertisement Of
shampoo and the brands which at that point of time they actually recall [brands that he/she
recall includes the pre purchase evaluation, but mostly it is more on internal factor i.e. self –
the knowledge he/she has of the brands that he has come across and know to be better
product]--
1. buy that brand
2. purchase that brand
3. use it [usage may be according to own knowledge or as said by others [mother, friends or
prescribed]
4. Post purchase evaluation after more usage.
5. May be satisfied or may not.
If not satisfied
6. Switch till they get the best or some amount of satisfaction and then stick to that brand
If satisfied
Stick to the satisfied brand but may try others only if they are convinced from reliable
sources and that too from most people and see sufficient evident in that brand of what they
expect.
In the above process the stage is initial problem that the consumer faces and then those stages
of decision come across.
Now a look at the stages in decision making process after the problem is becoming severe and
he/she is not satisfied with any brands:
Need recognition – remains the same but is highly desperate to eliminate the problem that
he/she will be facing.
Search for information – now its more external to what he/she gathers from reliable source i.e.
family, friends, marketer led – advertisement, magazine or newspaper. But since the problem is
acute more is the chances of being influenced by the doctor. There is a high chance of visiting a
doctor and looking for ways of to tackle the problem. And in the initial stages of problem
discussed earlier the more is the chances of being influenced by advertisements.
Rest the stages are same.
Thus it can be rightly said that if the brands have good advertisement, well positioned in the
consumer mind as in the research showed that clinic all clear is most used then advertisement
can play an important role in attracting a good crowd and if that crowd captured through
advertisement [brand image] substantiate with high quality. Chances of brand loyalty are high
towards your brand. But if the customers are not satisfied and the problem becomes severe
he/she goes for home remedy or consulting a doctor.
CONCLUSION
Conclusion of survey revels that the consumer behaviors depend on the following reasons: -
Product quality,
Family influence,
Doctor’s prescription,
Advertisement, Hair problem, Price of the product, and self.
The consumers of shampoo are very sensitive and he is very much aware of the products.
Awareness about the product regarding the ingredients is very high in the consumers. Influence
in the purchase of the shampoos mainly depends on the hair problem and assurity to solve that
problem given by the brand. Influence of doctor and family is also very high.
Attributes of a particular brand also play an important role in the purchase. Attributes like
reasonable price, fragrance, quality, & medications plays its significant role. By the analysis we
can conclude that consumers in the shampoo market are not much conscious about the price
but its quality plays important role.
The study reveals that Pantene has been tried by most of the consumer (16 %). Next
comes Sunsilk. Organics and Clinic Plus both (11 %), which have been tried by the
consumers.
According to the study Pantene is the most consumed ( 20 % ) brand of shampoo. Head
& Shoulders and Clinic Plus both account to 15 % of the total shampoo consumption
and Sunsilk is less consumed than these ( 14 %). Organics forms only 5 % of the total
shampoo consumption.
The survey showed a number of reasons for consumers using more than one brand or
type of shampoos simultaneously. No single shampoo, according to the consumer, was
able to fulfill all the hair requirements. Dandruff was the most important hair problem
which led the cosumer to use more than one shampoo at a time. Some people use
two or more shampoos simultaneously, just for change.
Consumers in the age group below 20 and 20 - 29 are more innovative as compared to
the other age groups. It has been observed from the study that females shampoo their
hair twice a week, while males prefer using shampoo on alternate days. From the
survey it was found that the Medium size pack of shampoos with quantity of 100 ml to
250 ml is the most frequently purchased pack. According to our sample 51 % of the
people across different age groups and income groups prefer this packaging.
From the table no. 6 it can be concluded that a majority (58%) of the consumers
change their shampoo occasionally. These consumers also tend to test the quality of
new launches. Non availability is another factor which to a certain extent, has prompted
many consumers to use more than one brand simultaneously. A significant figure of
57% of the consumer tend to shift to another brand due to non - availability of their
brands.
From table no. 10 that amongst the factors which influence the choice of a brand of
shampoo(s), Hair problems is the most important one. People select shampoo(s) with
reference to their hair problems. Hair type also plays a very important role. While
selecting a shampoo consumers take care to select the shampoo according to their
hair type. The role which Advertisements play can not be neglected. According to study
it is found that even advertisements influence the consumers a great deal in selecting
a shampoo. At times someone’s reference also helps in selecting a brand. Hair type or
hair problems are found to be more significant as compared to the fragrance, packaging
and price of a shampoo.
The consumers of Head & shoulders are the most satisfied with all the attributes of the
shampoo and the range falls in the interval of 2.5 - 3 on the scale of 1-3.
Next on the list are Organics and Clinic Plus. But these two shampoos need to
improve upon the anti -dandruff and hair repairing qualities which the consumer finds is
lacking to a certain extent.
Sunsilk to a large extent fails to satisfy hair nourishment, anti dandurff and hair repair
needs of the consumer. The satisfaction level lies in the range from 1-1.5.
Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality
of the shampoo is concerned. But it lacks all other attributes such as hair nourishment,
hair repair, conditioning, removing hair problems etc. The satisfaction is very low on the
scale. Ayur needs to improve upon all its attributes as the satisfaction level for all of
them lies in the range of 1 - 2.
The relatively new concept of using the seal of a Clinical Laboratory on a shampoo
bottle does not much influence the purchase decisions of the consumer. 60 % of the
consumers remain unaffected by the use of the seal.
Advertisements play a significant role in the purchase decision of the consumers. 33%
of consumers are influenced by the advertisements of shampoos they use. The
message in the advertisements is paid more attention to, than the role models shown
in the advertisements.
The survey reveals that the Organics user with his Impressive personality and Friendly
behavior provides Good company. He is Outgoing and is Similar to most people. He is
indifferent to advertisements and Independently makes the major decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can impress people
easily. He is meticulous in nature although he independently takes decisions.
He is similar to most people and due to his friendly nature, provides Good
company.
The consumer of Sunsilk is totally independent in making major decisions. He seldom
seeks advice from others and is indifferent to advertisements. Although he is meticulous
but lacks innovation. His similarity to most people, outgoing and friendly nature, provide
good company and accord him an impressive personality.
The Pantene consumer is very friendly, gives good company and has an impressive
personality. He is meticulous and similar to most people although he is outgoing he is
not much of an innovator. He independently takes decisions and never seeks any
advice from others.
The user of Clinic Plus is quite innovative while he also does his jobs meticulously. He
seldom seeks advice and is indifferent to advertisements as he is independent in taking
major decisions in his life. His similarity to most people, his impressive personality and
friendly nature always provide good company.
ANALYSIS 1. Do you use shampoo
Yes No
Response18 people response were yes & other 2 said they use home remedy + shampoo.
female [two each using home made remedy] The study reveals that 90% of the
respondents use shampoo.10% of the respondents refused the use of shampoo and
gave the reason that shampoos cause hair problems. They either use soaps or the
traditional method of washing hair.
2. Which of the following brands of shampoo have you purchase.
Pantene Sunsilk
Organics Clinic plus
others (please specify)
Pantene Sunsilk Organics Clinic all clear
Others (H&S)
Male 7 5 4 8 3
Female 5 3 2 8 3
Response
It can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantene
with 12. After this brand sunsilk is used more followed by organics.
Analysis
The survey showed a number of reasons for consumers using more than one brand or
type of shampoos simultaneously. No single shampoo, according to the consumer, was
able to fulfill all the hair requirements. Dandruff was the most important hair problem
which led the consumer to use more than one shampoo at a time. Some people use
two or more shampoos simultaneously, just for change.
3. Factors you consider while purchasing a shampoo
RANK THEM ACCORDING YOUR PRIORITY:
Hair type Fragrance
Packaging Hair problem
Price Availability
Response
FEMALE: 10 female: -- Hair types
-- Hair problem -- Fragrance -- Packaging
-- Price -- Availability
In the above response few 3 girls responded price followed by packaging.
MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob.
-- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability
It can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains the
same. But 3 of them said price to be one after fragrance and then packaging.
In case of males 6 male had the same levels of priority that starts from hair problem followed by
fragrance. And this section 1 of males differs with section 2 with respect to levels of as section
2 priority is of price followed by hair type and then fragrance.
4. Who influence you to purchase the brand?
Family Doctor
Advertisement Self
Other
Response
Almost all responded that it’s the role of adv. that actually led to a purchase of a shampoo.
Family Doctor Advt Self Others [reference]
MALE 3 5 10 8 2
FEMALE 5 7 10 5 4
ANALYSIS
The role which advertisements play can not be neglected. according to study it is found
that advertisements influence the consumers a great deal in selecting a shampoo. next
comes the self that is the consumer himself and than comes the role of doctor and family. at
times someone’s reference also helps in selecting a brand.
Consumers in the age group 17-25 [target group] are more innovative as compared to
the other age groups. It has been observed from the study that females shampoo their
hair twice a week, while males prefer using shampoo on alternate days.
5. Do you change your shampoo
Frequently Occasionally Never
Frequently Occasionally Never
Male 5 9 7
Female 3 11 6
ANALSYIS
It can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to test
the quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of the
factor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of the
consumer responded that they never change their brand When asked about the reason they responded that changing brand led to
hair problems like hair loss etc.
6. Rank different attribute with each brand according to your preferences
Strongly Agree (1) Agree (2)
Neutral (3) Disagree (4)
Strongly disagree (5)
Brand Sunsilk Clinic Organics Pantene Others
Attribute[H&S]
Low Price
Strong Fragrance
Quality
Highly medicated Analysis of chart no 6.
1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high
fragrance equal to Clinic and higher than others, moderately high medical benefits equal to
Organics and less than others and high quality higher than others.
2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance
higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits,
lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and
lower than others.
3. [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk,
high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high
medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high
quality higher than Sunslik and Organics lower than Pantene.
4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than
Pantene, moderately high fragrance lower than others, moderately high medical benefits
higher than others and moderately high quality lower than others.
7. No. of times you shampoo your hair in a week
1 - 2 3 - 4
5 - 6 7 and above
Response
1-2 times 3-4 times 5-6 times 7 and above
Male 4 4 -- --
Female 8 4 -- --
ANALYSIS
When asked about how many times the consumer use to shampoo their hair? They responded,
60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A further
conclusion can be drawn on people using 1-2 times or 3-4 times
8. Size of the pack you purchase most often
100ml 100 ml to 250 ml
Sachets above 250 ml
Response
100 ml 100ml to 250 ml Sachets Above 250 ml
Male 2 1 5 2
Female 1 2 4 3
ANALYSIS
It can be concluded that sachets are most used because of its convenience and price. Next
comes to be 250ml because of its price again that is higher the pack lower the price.
Followed by 100 ml and 250 ml.
People who use sachets use it as trial to see the effectiveness and if they are satisfied then
they go for 250 ml primarily because of not going to buy the small sachets again and again.
The rest pack are used because of other options available in terms of size and price and not
necessarily going for bigger pack.
9. In which media you have seen the advertisement of these brands
Brand
Media
Sunsilk
Male female
Clinic
Male female
Organics
Male female
Pantene
Male female
TV 10 10 10 10 10 10 10 10
Magazine 6 8
8 9
5 4
4 7
Newspaper 4 6
9 7 6 4 7 5
RESPONSE
Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the
brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in
decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in
decreasing order.
ANALYSIS
It says that T.V. is best media for advertising for all kind of advertising and it has best
opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership
in TV but in magazine &Newspaper they had different viewership.
10. Level of satisfaction you are getting from your shampoo brand.
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly dissatisfied
ANALYSIS
The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk.
CLINIC : [8 males & 9 females] The consumers of Clinic were most satisfied with all the
attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as
far as anti dandruff quality of the shampoo is concerned.
ORGANIC : [7 males & 9 females] The consumers of organic were satisfied with all the
attributes of the shampoo except hair repair to some extent and fragrance.
PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is needed
to be improved upon the anti -dandruff and hair repairing qualities which the consumer
finds is lacking to a certain extent.
SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated among
the customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff and
hair repair needs of the consumer.
Personal Details
Sex Male Female
[1:1 RATIO]
Age 17 – 25
[TARGET GROUP TAKEN]
OCCUPATION
Student
[ONLY STUDENT AS AN OCCUPATION WAS STUDIED]
Monthly Income [FAMILY]
Less than 8,000 8001-16000
16001-24000 24001-32000
32001 and above
[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]
PRESENTATION
ANSWER-3
RANK THEM ACCORDING YOUR PRIORITY:
Hair type Fragrance
Packaging Hair problem
Price Availability
Response
FEMALE: 10 female: -- Hair types
-- Hair problem -- Fragrance -- Packaging
-- Price -- Availability
In the above response few 3 girls responded price followed by packaging.
MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob.
-- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability
ANSWER-6
Semantic
ANSWER - 9
Brand
Media
Sunsilk
M F
Clinic
M F
Organics
M F
Pantene
M F
TV 10 10 10 10 10 10 10 10
Magazine 6 8 8 9 5 4
4 7
Newspaper 4 6 9 7 6 4 7 5
ANSWER – 10
CLINIC: 8 MALES & 9 FEMALES
ORGANIC: 7 MALES & 9 FEMALES
PANTENE: 5 MALES & 8 FEMALES
SUNSILK: 4MALES & 6 FEMALES
